STRATEGIC TERMINAL MARKETING & BUSINESS DEVELOPMENT

Durasi : 09.00 – 16.00 WIB

DESKRIPSI PELATIHAN

Industri terminal kimia dan petrokimia merupakan bisnis yang sangat spesifik, berisiko tinggi, dan berbasis kontrak jangka panjang bernilai besar. Tantangan utama bukan sekadar mengisi tank kosong, tetapi bagaimana mengoptimalkan utilisasi kapasitas terminal secara strategis dan berkelanjutan, meningkatkan revenue, serta menjaga compliance dan HSSE.

Pelatihan ini dirancang secara komprehensif untuk membekali Manager Marketing dan Business Development agar mampu:

• Memahami model bisnis terminal secara menyeluruh (operasi, keuangan, regulasi, dan komersial)
• Mengembangkan strategi pemasaran berbasis kapasitas & utilisasi
• Menjual solusi terminal (value-based selling), bukan sekadar sewa tank
• Mengelola kontrak jangka panjang bernilai tinggi
• Mengintegrasikan aspek HSSE, compliance, dan financial impact dalam setiap keputusan komersial

Program ini menggabungkan pendekatan:

• Strategic Marketing
• B2B Industrial Sales Excellence
• Operational & Technical Understanding
• Financial & Commercial Acumen
• Leadership & Stakeholder Management

Sehingga peserta mampu bertransformasi dari sales capacity seller menjadi strategic revenue driver.

TUJUAN DAN MANFAAT PELATIHAN

Setelah mengikuti pelatihan ini, peserta diharapkan mampu:

1. Strategic Business & Market Understanding
2. Sales Excellence & Contract Strategy
3. Operational Awareness for Marketing
4. Technical & Industry Credibility
5. HSSE & Regulatory Awareness
6. Financial & Commercial Capability
7. Data-Driven & Digital Marketing
8. Leadership & Strategic Alignment

Siapa yang direkomendasikan untuk mengikuti pelatihan ?

• Manager / Head of Marketing & Business Development
• Key Account Manager (Industrial / Chemical)
• Commercial & Contract Manager
• General Manager / Deputy GM Terminal
• Finance / Investment Planning (Selective)

MATERI PELATIHAN

1. Strategic Marketing & Business Development

Fokus ke mengembangkan utilisasi terminal & revenue

Materi:

•     Business Model Terminal Logistics (Revenue Stream & Cost Driver)

•     Market Mapping Industri Kimia & Petrochemical

•     Customer Segmentation (Producer, Trader, Distributor, Multinational)

•     Value Proposition Terminal (Storage, Handling, Blending, Heating, dll)

•     Competitive Strategy antar Terminal

•     Pricing Strategy Terminal (Tariff Structure, Long-term vs Spot Contract)

•     Demand Forecasting & Capacity Planning

•     Go-to-Market Strategy untuk Terminal Kimia

Outcome: Manager paham cara jual kapasitas terminal, bukan sekadar sewa tank.

2. Sales Excellence untuk Terminal & B2B Industrial Sales

Sales di terminal bukan sales biasa, lebih ke consultative & solution selling

Materi:

•     B2B & Industrial Sales Strategy

•     Key Account Management (KAM)

•     Negotiation Skills untuk Long-Term Contract

•     Proposal & Tender Management (RFP, RFQ)

•     Contract Commercial Terms (TOP, SLA, Penalty, Take-or-Pay)

•     Cross-border & Multinational Client Handling

•     Customer Retention & Contract Renewal Strategy

Outcome: Bisa closing kontrak jangka panjang bernilai besar.

3. Terminal Operations & Logistics Fundamentals (Non-Operational Manager)

Marketing harus ngerti operasi, walau tidak pegang langsung

Materi:

•     End-to-End Terminal Operation (Jetty → Storage → Dispatch)

•     Tank Farm Management Basics

•     Marine & Jetty Operation Overview

•     Product Compatibility & Segregation

•     Throughput Optimization

•     Bottleneck Analysis Terminal

•     Inventory Management & Loss Control

•     KPI Terminal (Utilization Rate, Turnaround Time, Downtime)

Outcome: Marketing realistis saat menjual kapasitas & service.

4. Chemical Industry Knowledge & Product Handling

Supaya kredibel di depan klien kimia

Materi:

•     Overview Chemical & Petrochemical Products

•     Hazard Classification (Flammable, Toxic, Corrosive)

•     Material Safety Data Sheet (MSDS) Basics

•     Storage Requirement per Chemical

•     Temperature-Controlled & Special Handling

•     Contamination Risk & Product Integrity

Outcome: Bisa diskusi teknis dengan klien tanpa “kelihatan jualan doang”.

5. HSSE, Compliance & Regulatory Awareness

Kesalahan di industri kimia = fatal & mahal

Materi:

•     HSSE Fundamentals untuk Terminal Kimia

•     Environmental Regulation & Compliance

•     Port Authority & Customs Regulation

•     ISPS Code & Security Awareness

•     Risk Assessment & Incident Learning

•     Contractual HSSE Responsibility (Liability & Indemnity)

Outcome: Marketing tidak menjual hal yang melanggar regulasi.

6. Financial & Commercial Acumen untuk Manager Marketing

Supaya paham dampak keputusan marketing ke keuangan terminal

Materi:

•     Terminal Financial Model

•     CAPEX vs OPEX Impact on Pricing

•     ROI & IRR untuk Penambahan Tank

•     Business Case Development

•     Margin Analysis per Customer

•     Credit Risk & Payment Term Management

Outcome: Bisa bicara bahasa finance ke direksi.

7. Digital & Data-Driven Marketing untuk Terminal

Bukan sekadar pamer brosur

Materi:

•     CRM untuk Terminal & Logistics Business

•     Sales Pipeline & Forecasting

•     Market Intelligence & Competitive Benchmarking

•     Customer Data Analysis

•     Digital Marketing untuk B2B Industrial Market

Outcome: Marketing lebih terukur & strategis.

8. Leadership & Stakeholder Management

Karena Manager Marketing = penghubung banyak fungsi

Materi:

•     Cross-Functional Collaboration (Ops, HSSE, Finance)

•     Stakeholder Management (Port, Authority, Partner)

•     Strategic Communication & Executive Presentation

•     Decision Making under Risk

•     Change Management

Outcome: Marketingtidak jalan sendiri, tapi sinkron dengan operasi & manajemen.

OUTPUT AKHIR PELATIHAN

Peserta mampu:

• Menjual kapasitas terminal berbasis strategi, bukan sekadar sewa tank
• Meningkatkan utilisasi & revenue secara berkelanjutan
• Mengelola kontrak jangka panjang bernilai besar secara profesional
• Mengintegrasikan aspek operasi, HSSE, dan finance dalam strategi marketing
• Berperan sebagai strategic revenue leader, bukan hanya sales manager

Metode Pelatihan 

Kegiatan pelatihan dirancang agar peserta dapat memahami secara komprehensif materi yang disampaikan, sehingga dapat dimplementasikan secara aplikatif dalam dunia kerja. Adapun metode yang digunakan adalah:

• Pre and Post Test
• Interactive Lecture & Group Discussion
• Case Study Industry
• Simulation & Role Play
• Business Model & Financial Workshop
• Evaluasi Training

Trainer : Spectracentre Trainer Team